We built a buyer into a category leader
How we run Skupochka #1 — an antiques, gold and silver buying service in Kyiv — as a high-converting lead engine, with double-digit click-to-lead rates driven mostly by Performance Max.
The partner
Skupochka #1 is an antiques, gold and silver buying service in Kyiv. Buying services live on high-intent leads — people ready to sell, right now — at a cost that keeps the margin healthy. The account needed to dominate that intent across search and Performance Max, and convert an unusually high share of every click into a real lead.
Goals
- A high, steady volume of ready-to-sell leads in Kyiv.
- Convert an outsized share of clicks into real inquiries.
- Cover the full category — antiques, gold, silver.
- Balance high-intent search with the reach of Performance Max.
- Keep cost per lead efficient at volume.
Strategy
We built the account to dominate buying intent: a high-intent city search campaign, a large Performance Max engine across the category, plus gold- and silver-specific and local campaigns — all tuned to convert an unusually high share of clicks.
- 01
Owned high-intent city search
A dedicated Kyiv buying-intent search campaign captured people actively looking to sell — the highest-converting slice, at a double-digit click-to-lead rate.
- 02
Scaled reach with Performance Max
A large PMax engine across the category, plus a local variant, became the volume driver — roughly six in ten leads came through Performance Max.
- 03
Segmented by material
Gold- and silver-specific campaigns let bidding and messaging match what each seller was searching for.
- 04
Converted at an outsized rate
Tight intent and clean tracking pushed the click-to-lead rate into double digits — roughly one in ten clicks becoming a real inquiry.
- 05
Balanced volume and efficiency
Budget flowed between search and PMax to keep both volume high and cost per lead efficient across the category.
Results
The account converts an unusually high share of clicks — roughly one in ten becomes a real lead — with Performance Max driving the bulk of the volume and high-intent search delivering the sharpest inquiries.
Where the leads come from
Share of leads by channelThe team
A senior-run Google Ads pod: strategy & account lead, a PPC specialist on daily optimization, and analytics — the same people from kickoff to today, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
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PMax + Search · read case →Book your free audit.
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